PARADISE COINS
What if TikTok Coins could fund preservation? To address the impacts of overtourism and foster a healthier relationship with nature, we created Paradise Coins. This Corona-led initiative, born in Brazil, turns digital currency into real-world preservation. The concept is simple but powerful: each coin converts directly into protected square meters of coastlines, trails, and forests.
To reflect this mission, our visual system relies on four key tones. Sky blue acts as the base, solar yellow and deep navy provide contrast, and off-white offers breathing room. Instead of adding green as a separate color, it enters the system organically through the visual overprinting of blue and yellow.
Typography operates on two distinct registers. A classic blackletter font inherits the heritage of Corona Cero for signature moments, while a bold condensed grotesque handles functional data. We also made the materiality deliberate. By embracing halftones, grain, and the slightly misaligned midtones of screen printing, we crafted an authorial finish that champions physical craft over digital cleanliness. At the core of the system sits the coin itself. More than a logo, it is the brand’s true unit of meaning. The final result is a tactile visual identity that perfectly balances environmental purpose with meticulous design.
Role: Design Direction, Art Direction and Illustration
With: Gabriel Lima, Kauã Michelin, João Souza, Raphael Quatrocci, Alvin Shinguefuzi, Rafael Ziggy, Diego Limberti, Felipe Simi
Agency: Droga5 São Paulo
Client: Corona Extra
Year: 2025
With: Gabriel Lima, Kauã Michelin, João Souza, Raphael Quatrocci, Alvin Shinguefuzi, Rafael Ziggy, Diego Limberti, Felipe Simi
Agency: Droga5 São Paulo
Client: Corona Extra
Year: 2025
